Ahead of BLE, Banijay Rights has inked a deal that will see the launch of a beer range inspired by Peaky Blinders.
Two premium British lagers, Garrison and Shelby Signature, said to be inspired by the “heritage, attitude and authenticity of the show,” will be produced by Midlands-based Freedom Brewery. The Peaky Blinders Brewery Co. will initially launch at Banijay Rights-licensed venues across the U.K., with further expansion to follow.
“I think the Peaky Blinders beer range is fantastic,” said Steven Knight, creator and writer of the show. “It’s good to see Midlands-based businesses supported and it’s right that Peaky should be brewed there. It doesn’t hurt that it also happens to be a great lager too. By mad coincidence, the brewery is a brewery that I once owned and ran in Staffordshire.”
Leila Loumi, SVP for licensing and merchandising at Banijay Rights, noted, “Born in the Midlands—just like Peaky Blinders itself—and brewed with purpose, this is not just a premium lager range but a brand extension of a globally recognized story. Sitting at the intersection of culture, craftsmanship and character and in one of the fastest-growing beer categories in the U.K., this is the start of an incredibly exciting journey for The Peaky Blinders Brewing Co.”
Matthew Willson, MD of Freedom Brewery, added, “Partnering with Peaky Blinders on beer felt completely natural and are incredibly excited to bring this world to life through this collaboration. At Freedom Brewery, we’ve brewed a distinct, crisp British lager that honors the heritage and bold storytelling of the show, and we can’t wait for fans to taste it.”
The epic series is returning for two new six-episode seasons produced by Banijay UK labels Kudos and Garrison Drama for the BBC in the U.K. and Netflix globally.
